How Craig Robins Is Reimagining The Luxury Retail Experience In The Miami Design District

Miami fashion business is growing sustainably, jobs are on the rise- and the landscape is blanketed with almost every high-end luxury brand imaginable. This isn't some bucolic city-world that it had once been in the past. This is the new Miami, now the central destination of global modern architecture, exquisite fashion and fine-dining. Most of us are aware that in decades past, the city had been wracked by civil conflicts, high crime and rampant narcotics. But now, Miami is recovering full-throttle, thanks in part to forward-thinking business propositions and highly lucrative sales figures- at luxury brick and mortar stores found within the Design District.

When you think about it, traveling to Miami from NYC effectively takes about the same amount of time that it takes to drive to the swanky Hamptons. And as magnificently breathtaking as the Hamptons may be, it certainly does not have ideal weather conditions nor a vibrant global Latino culture that gives the city its much talked about sizzle.

Developers have long known that the rebuilding of Miami Design District would be a daunting and complicated task, especially with fashion e-commerce changing the sales-game up monumentally. But until recently, Miami Design District (MDD) is determined to grow and prosper with luxury trade-fairs blending well with consumer participation.

The Miami Design District is a neighborhood dedicated to innovative fashion, design, architecture and dining experiences. The Miami Design District is owned by Miami Design District Associates, a partnership between Dacra, founded and owned by visionary entrepreneur Craig Robins, and L Catterton Real Estate, a global real estate development and investment fund, specializing in creating luxury shopping destinations. Together Dacra and L Catterton Real Estate have actively transformed the once-overlooked area of Miami into a vibrant destination for residents and visitors by presenting the best shopping, cultural and culinary experiences within an architecturally significant context. In a word, it is simply a pleasure to shop in MDD. The vision for a rejuvenated Design District — responsive to its historic, urban and tropical context – was codified in an urban master plan developed by the award-winning master planners Duany Plater-Zyberk, with the additional participation of architects including Walter Chatham, Hariri and Hariri, Juan Lezcano, Terence Riley, and Alison Spear. The Miami Design District embodies a singular dedication to the unity of design, fashion, art and architecture, and a commitment to encourage a neighborhood comprised of creative experiences.

Deshaun-Watson

MDD

To me, this would appear to be a stronghold fashion mission set to ignite a shopping-experience revolution of sorts. You see, MDD has challenged brick & mortar by overturning a litany of long-held shopping precepts. The key to a successful retail store is to express the brands culture to the consumer while offering a one-of-a-kind experience. Still, this shopping revolution, whether or not it continues to be a great success in the future, is unlike any other, if only for the relentless joy with which is offered by simply viewing and meandering about the district in the bright sunny weather. Upon viewing consumers, I noticed how remarkable it is to see them milling about with an omnipresent smile.

Dozie-Kanu artwork

MDD

In just two years, Watches & Wonders Miami (WWM), presented by the Miami Design District Associates (MDDA) and the Fondation Haute Horlogerie (FHH), has captured the attention of luxury consumers with its access to the latest products from 30 of the world’s leading watch and jewelry maisons, as well as a host of events in partnership with Miami Concours and the Miami Yacht Show. The three-day event, drew nearly 28,000 attendees to the Miami Design District—a 40% increase from last year’s inaugural event. Notable guests spotted in the Miami Design District over the weekend included Deshaun Watson, Alex Rodriguez and Jennifer Lopez, Nikolai Haas, Hannah Bronfman and Brendan Fallis, among others.

Watches-and-Wonders-MDD

MDD

“From watch connoisseurs and car fanatics to locals and first time visitors, the city welcomed more people than ever before to the Miami Design District this weekend for the return of Watches & Wonders,” said Craig Robins CEO of Dacra Development and developer of the Miami Design District.

“Foot traffic almost doubled from last year, a sign of a remarkably successful event which could not have been possible without our partners the FHH, Miami Concours and the Miami Yacht Show. As Watches & Wonders continues to grow, we can’t wait to see what next year’s edition will bring to the vibrant city of Miami!”

Jennifer-Lopez-Alex-Rodriguez in MDD

COURTSEY-OF-DAILYMAIL

It's difficult to know exactly how or when these trade fairs will unfold. But I have been reporting on Miami Fashion Week, Art Basel...and have noticed great advances and success records year after year. As other cities regularly brush off criticism of its overall business and consumer models, I have watched Miami gain traction in actions fueled by growth strategy intent.

Over the three days, exhibiting maisons presented their newest collections featuring extraordinary one-of-a-kind creations and the most sought-after new introductions. Many exhibitors such as Dior, Girard-Perregaux, Hublot, HYT and Ulysse Nardin used WWM as a platform for global product launches, showing never before seen timepieces.

Sou-Fujimoto-Building-Facade

MDD

With its ongoing mission to further luxury education globally, the MDD organizes workshops, conferences and panel discussions that feature an impressive line-up of CEOs, leading retailers and notable journalists all highlighting the robust Miami fashion and art scene. The city also showcases some of the world’s rarest and most collectible automobiles which were on display for guests as part of the Miami Concours. This year, a 1949 Alfa Romeo 6C 2500 SS won best of show and automotive legend Horacio Pagani was also honored. In addition, the 31st annual Miami Yacht Show boasted record crowds, in its new location at One Herald Plaza, also added even more “wonder” to this vibrant city.

I recently had the privilege of speaking with Craig Robins CEO of Dacra Development and developer of the Miami Design District about the redevelopment of MDD, how it has become a destination for the finest shopping in the world and how this incredibly unique infrastructure (within a ten block radius) has become the hub of culture and fashion -with exceptional amenities for both business and consumers alike.

Joseph DeAcetis: How and when did it all start?

Craig Robbins: When I graduated law school in 1987, I began working is South Beach which was a run -down neighborhood at the time. We became the largest property holder there and as Miami expanded, I realized that the next neighborhood was going to be across the bridge. At the time, the conventional wisdom of many believed that no one could do anything over the bridge in Miami. On the contrary, I felt that the Design District was an amazing historical neighborhood. It was the next place of this movement of south beach was going to grow. I quietly bought up properties in the 1990's and in 1998, we announced that we set to launch a new fashion area. At first, we brought in furniture design in the area and that was very successful which earned us resources and income to move forward. Soon there after we reinvested our profits into collaborating with Art Basel, not where the fair was but where alternative shows and exhibitions and big party and events had been. Subsequently, that led me to Design Miami/, which is a furniture collecting fair. At this time, Miami with Art Basel led Miami to be defined as a cultural city which led to fashion brands arriving to Miami. The Miami Design District has been a passion of mine for the past twenty years and the growth really took a quantum leap forward when L Catterton Real Estate (at the time, lRE) became my partner almost a decade ago. Bernard Arnault of LVMH, who is behind L Catterton, was able to share our vision for what a neighborhood devoted to culture, luxury and the arts could be.

In the beginning, fashion companies were coming here to be a part of Design Miami/. They would launch events and pop-ups to cater to an exciting audience. We formed a partnership with an affiliate of LVMH in 2010 and announced that
Hermès, Cartier, Prada, Zegna and Valentino to name a few. The brands bought into it as a platform to a creative neighborhood and to redefine retail. Miami stands out with architecture and design. We showcase special novelty items during our trade fairs. However, our goal is to collaborate with other luxury trade fairs. Interestingly enough, the success of our trade fair is that it is both consumer and business based. We have created an outpost with Miami sizzle to it.

Craig Robins

MDD

JD: Why the excitement about Miami?

CR: The neighborhood has been fortified because it gives brands the opportunity to express themselves visually much more differently than in other cities. In the last ten years people have caught on to the idea that Miami is a hub of various cultures and fashion, and Miami is continuously expanding as a result. The Miami Design District offers a truly unique retail experience where you can see some of the most incredible public art in the world, shop in flagships stores with custom architecture and design and dine in some of the best restaurants in the city, all within a ten block radius.

JD: In your words, why had MDD become a success?

CR: Because the Miami Design District is able to offer an incredibly unique infrastructure for these events with its exceptional cultural offerings and amenities. We started Design Miami/ in the district — it was originally presented in the neighborhood in 2005 — and in many ways, its success informed choices we made about how to grow. It’s always been important to us to create meaningful destination events that blend culture and commerce.

JD: What is the the biggest risk:

CR: Well, it all relates to commerce. I try and build a brand that people will have a connection to and I feel strongly that the transactional part will follow. Our sales have grown fifty percent.

We live in a world where the only thing you hear about retail is that it is dead, dying or declining. Nevertheless, to fulfill this dreamy potential that MDD has, it is required to have an upward trajectory for the years to come, and if it does succeed, MDD will go down in history as one of the most successful retail Design Districts in the nation.

Angeles Almuna in MDD

MDD

JD: What are you day to day job responsibilities:

CR: I work at DACRA co-managing the Design District. A major part of my job is to walk around the neighborhood and interact with business in the area. We have a dynamic team and we all work together and figure out innovative ways to market and out of it comes great ideas.

JD: How is Watches & Wonders unique from other watch trade fairs?

CR: We already have representatives from every watch brand participating in Watches & Wonders. It is the first consumer-facing event of its kind. The three-day event of Watches & Wonders drew nearly 28,000 attendees to the Miami Design District (a 40% increase from last year’s inaugural event). The district combines luxury shopping, galleries, museums, high-end fashion, restaurants and more, and we plan to continue to grow in this manner by working with the best brands out there to continually enhance this one-of-a-kind neighborhood.